Read the case study carefully and answer the question below.

COCA-COLA JOURNEY

Refreshing the World, One Story at a Time

The Coca-Cola story 1886-1892: the beginning

It was 1886 and in New York Harbour, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-coloured liquid and, when it was done, he carried it a few doors down to Jacobs Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed this new drink was something special. So Jacobs Pharmacy put it on sale for five cents a glass. Pembertons bookkeeper, Frank Robinson, named the mixture Coca-Cola and wrote it out in his distinctive script.

To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just nine glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than ten billion gallons of syrup. Over the course of three years, between 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300. Candler would become Coca-Colas first president and the first to bring real vision to the business and the brand.

1893-1904: the early years

Asa Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. Candler knew there were thirsty people out there, and he found brilliant and innovative ways to introduce them to this exciting new refreshment. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the drinks popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in bottles. In 1899, two Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead, secured exclusive rights from Candler to bottle and sell the beverage for the sum of only one dollar.

Coke finds its identity

As Coca-Cola grew in popularity, copycats began to appear eager to capitalise on the success. Coca-Cola concentrated on advertising focused on the authenticity of Coca-Cola, urging consumers to Demand the genuine and Accept no substitute. The company also wanted to create a distinctive bottle shape to assure people they were getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognised in the dark, and in 1916, they began manufacturing the famous Contour Bottle, which remains the signature shape of Coca-Cola today. The Coca-Cola Company grew rapidly and before long expanded all over the world. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about 1,000.

The Woodruff legacy and Cokes first Olympics

Arguably no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, Robert became the companys president. Candler had introduced the U.S to Coca-Cola, but Robert spent more than 60 years introducing the drink to the world. Woodruff was a marketing genius who saw opportunities everywhere. He spearheaded expansion overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time, when the beverage travelled with Team USA to the 1928 Amsterdam Olympics. Woodruff pushed for development and distribution of the six-pack and many other innovations that made it easier for people to enjoy Coca-Cola at home or on the move. This new thinking made Coca-Cola not just a huge success but a big part of peoples lives.

After 70 years of success with one brand, The CocaCola Company decided to expand its range of flavours. Fanta, originally developed in the 1940s, was introduced in the 1950s, before Sprite followed in 1961, TAB in 1963 and Fresca in 1966.The international appeal of Coke was embodied by a famous 1971 commercial where a group of young people from all over the world gathered on a hilltop in Italy to sing Id Like to Buy the World a Coke.

In 1985 Coca-Cola developed a new taste for CocaCola, the first change in formulation in 99 years. The New Coke, was no popular. It soon became clear that the wider public had a deep emotional attachment to the original, and demanded for a return to the traditional formula. Critics called it the biggest marketing blunder ever. CocaCola listened, and the original product was returned to the market as CocaCola Classic. Before long, Coke began to increase its lead over the competition, a lead that continues to this day. The 1990s were a time of continued growth. New beverages joined Coca-Colas line-up too, including Powerade sports drinks and Oasis fruit drinks. Coca-Colas family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barqs root beer in the US, Inca Kola in Peru and Cadbury Schweppes beverage brands in more than 120 countries around

2000 to Date Taste the Feeling

The first decade of the new millennium brought with it an increase in Coca-Colas efforts to create a sustainable framework for the future. The company has continued to build on existing relationships with global sports events such as FIFA World Cup^TM , Rugby World Cup^TM and UEFA EURO^TM . It also played a major role in making the London 2012 Olympics the most sustainable Games in history, and sponsored the 2016 Olympic Games in Rio, Brazil.

In 2016 Coca-Cola rolled a global "one brand" marketing strategy and creative campaign, Taste the Feeling. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to be the worlds most ubiquitous brand. There are now 1.9 billion servings of Coca-Cola Company products served every day. Coca-Cola keep making everyday moments more special with one of the 400+ brands, and aims to do it all in a sustainable way that benefits the fans and the communities it operates in. Coca Colas competitors include: Trade Kings, Nguzu Drinks Limited and Muna Beverages. Trade Kings, Nguzu Drinks Limited and Muna Beverages are all Zambia companies. Local shareholding in Trade Kings is just shy of a quarter while Nguzu Drinks Limited is wholly Zambia owned and Muna Beverages is joint venture between the Zambia Government and the Zimbabwean Government. The two Governments invested equal amounts. Trade Kings, Nguzu Drinks Limited and Muna Beverages are all registered with Citizen Economic Empowerment Commission.

Question 1

1. Entreprendre is the French root word for Entrepreneurship which is associated with commencing a business under uncertainties attendant with risks. Analyse the possible tendencies of Entrepreneurs under such conditions of risk